With Prudential set to relocate its call centre operation to
India, it seems customer service levels will soon start to
deteriorate, argues Chris Parry

Prudential’s announcement that it is to relocate its customer
service centre to India has made the headlines.

Call centres are a relatively new development, and it takes
several years to iron out teething problems encountered in any
new business. So it seems somewhat precipitate to be relocating
to another country at this stage. Obvious problems are those
that will affect quality control, management and deliverables,
particularly in terms of time frames.

Customers’ calls are mostly process driven. They are instigated
by the desire for some action to be taken or an item to be
delivered. And their current perception is that their request
will be dealt with efficiently. Yet by moving customer service
centres thousands of miles away, companies are inserting another
bureaucratic layer and the inherent complications, in the
assumption that technology will suffice. Technology is constantly
being oversold to businesses and consumers alike, so the
misconception is that location is irrelevant.

There is a difference between fluent speakers and native speakers
of a language. Call centres are about creating a rapport
with customers, and this is more easily achieved with native
speakers who are totally immersed in the culture. The nuances
of the language and voice inflection used by native speakers
contributes to successful communication.

Relocation has nothing to do with improved customer service, but
more to do with cost cutting. Customers are receiving a poorer
quality of service than they did ten years ago. While insisting
they are customer-centric, large companies are merely paying lip
service to their customers’ needs.

The concern with cost cutting should be that such a policy is
likely to be inherent in a company’s culture and will spill over
into every facet, including customer care. The knock-on effect,
apart from the inefficiencies that go with cost cutting, will be
the temptation to skimp on the infrastructure needed to support
hiring and training the right staff – high-lighting just how
disenfranchised today’s customers are becoming.

Chris Parry is Group Director of The Director Group

For further information, please contact:
Richard Stephens
DirectionGroup
Tel: 0118 989 8104
Mob: 07836 587096
Email: richards@directiongroup.co.uk
www.directiongroup.co.uk